Marc Jacobs wanted a separate Scandinavian launch of their new fragrance Daisy Love. A launch that should spark attention both online via social media and offline with pop-up shops and creative sampling in the cityscape.
Our task was to activate the existing brand platform and ensure broad visibility and engagement through sampling and generate traffic to the pop-up shop.
The new scent Marc Jacobs Daisy Love has fragrance notes of mulberries and the scent is as created with a young, Scandinavian woman in mind. We launched the fragrance in both Copenhagen and Stockholm with exclusive consumer events in Magasin Du Nord and Åhlens.
In both cities, we sampled fragrance samples outside the department stores and invited everyone to an exclusive pop-up shop inside. Here, visitors received a voucher for an exclusive and photogenic mulberry ice cream. This way we secured traffic to the pop-up shop, that was quickly converted into online visibility in the form of images of the exclusively branded Marc Jacobs ice cream.
The entire activation was kick-started by influencers who ensured high visibility with the target group both before, during and after sampling.
In just two days in Copenhagen and Stockholm, we sampled 15,000 perfume samples and served 4,500 Daisy Love ice creams with vanilla and mulberry flavor.
With the sales-focused sampling mechanism, the launch managed to lift both the brand-love and sales.